Influx

Gnarls Barkley’s track “Crazy” is the best selling UK single for 2006. It spent 9 weeks at number one, which is the same length of time as Queen’s 1975 classic Bohemian Rhapsody. After 9 weeks Warner Brothers made the decision to delete the single from online and store sales.

Warner was concerned that too much success would lead to a backlash against the singer and make it difficult to promote the rest of the album. This new sensibility is reflected in the cautious approach many brands and their labels are now adopting because of Internet success.

The music industry is now looking at success differently. At a time when everyone is scrambling to be the next new thing and single tracks matter more, it’s easy for the consumer to flip from band to band. The record companies need to find ways to create more stickiness and to find ways for artists to build enduring and lasting relationships with their fans.

Marketing success has always been defined by gross sales, gross ratings and total volume. Success is important, but too much of it can be a bad thing and force brands to burn out. Success needs to be managed, which is tough because most brand managers and CMOs are in their jobs for a short time and they are looking to build resumes based on short-term success. In this environment, who is looking after long-term brand health?